Tuesday, February 10, 2009

Digital Mom Report: Must Read for Marketers

Cafe Mom and Razorfish recently released a Digital Mom report offering extensive data and advice about moms' usage of emerging technologies and social networks.

Some interesting findings:

"More digital moms today interact with social networks (65%) and SMS (56%) than with news sites (51%), and just as many can be found gaming online or via a gaming console (52%). These findings demonstrate just how mainstream these new channels have become."

"Digital moms of children 12 and older, versus moms with children under 12, are more likely to watch online video (40% vs. 34%), game (57% vs. 51%), read online consumer reviews (38% vs. 30%), and watch or listen to podcasts (13% vs. 9%); while moms of children younger than 12 are more likely to use social networks (67% vs. 62%)."

"Moms may be moms, but they are also women with interests beyond parenting. When asked to select the top items researched or purchased online in the last three months, most digital moms selected Fashion/Clothing (40%). This was followed by Food/Cooking (31%), Baby/Parenting (26%), Banking (22%), Electronics/Computers (21%), Travel (21%) and Medication/Medical Condition (20%). However, women with children under the age of 5 were significantly more likely to select Baby/Parenting (46%)."

"Online communication channels like search (50%), websites (50%), referrals from friends/family (31%) and other social influence channels are more widely used and trusted for learning/researching than any other sources. Magazines are also highly influential (29%) in this phase of purchasing, although other traditional channels like TV (26%), newspapers (22%) and radio (18%) are not as widely cited as having influence."

"Moms reported spending 18.5 hours per week online, including an average of 8.1 hours on the social networking site CafeMom. Moms are clearly deriving value from the social networking experience. Four out of five moms surveyed by CafeMom said social networks have had a positive impact on their lives. Some of the most valuable benefits cited include staying in touch with people they know, connecting with others like themselves that they do not yet know, expressing themselves, having fun, as well as getting information and advice on a wide range of topics from parenting concerns to purchasing decisions."


Adam Bow said...

it really is amazing looking at social media and emerging media adoption within moms. not only are they viewing content, but they are actively participating in discussions and content generation. Should be interested to see how these trends will change communications strategies.

Down Comforter said...

I just love your blogs name. I had read your recent article on mashable - great stuff - keep it up.